JUNE 2017

LADUMA NGXOKOLO - www.maxhosa.co.za

FASHION DESIGNER | CULTURAL ICON | INNOVATOR LADUMA NGXOKOLO is one of Africa's finest, most innovative fashion designers, cultural icons and an innovative entrepreneur. He has created a global fashion brand - MAXHOSA BY LADUMA – that has captured the hearts of fashionistas in London, Paris, Milan, New York, Berlin, Amsterdam, Oslo, Cape Town and Johannesburg, where his designs have graced runways and been featured in numerous fashion editorials. He has also hit Japan where his designs are selling well. BEYONCE (yes that one); raved on social media about MAXHOSA BY LADUMA’s designs, after admiring them at an exhibition at the COOPER HEWITT SMITHSONIAN DESIGN MUSEUM in New York. A first for any South African designer to get that sort of attention, from one of the world’s biggest stars. The world is watching! Yes, indeed. A recent tweet by Bill Gates pointed to the 2017 Quartz African Innovators list. As Mr. Gates put it: ‘A great list of more than 30 African men and women whose work could impact millions of people…’ and we can proudly announce that Laduma Ngxokolo has made this list. He holds a Masters in Material Futures from the University of the Arts London: Central Martins School - a world leading centre for Arts and Design. He was awarded a WeTransfer Scholarship to undertake these studies. HOW IT ALL BEGAN Laduma grew up in the Eastern Cape where he drew inspiration from the traditions and arts of his native South African Xhosa* culture. His creativity

took flight as he reimagined these cultural design elements as striking and elegant high-fashion statements. Laduma started his MAXHOSA BY LADUMA design journey in 2010 when he starting looking into finding knitwear design solutions for Amakrwala (Xhosa initiates). The designer is a descendent of the Mpondo clan and it was his own experience of the traditional initiation ritual that led to the development of the knitwear collection, MAXHOSA BY LADUMA. As an individual who has undergone that right of passage, he felt that he needed to develop knitwear that carries his Xhosa heritage aesthetics. He redesigned the traditional clothing worn for Amakrwala, as the trend was to wear styles some of which date back to those worn by Xhosa men after their initiation, as far back as the 1800s. These styles were outdated and did not resonate with modern, young men. Amakrwala men are prescribed by tradition to dress up in dignified formal clothing for six months after initiation. His vision was to showcase the astonishing beauty of the Xhosa people, their cultural dress and beadwork embellishments and translate it in a modern way that actually appeals to the current youth that is influenced by international trends. And so the MAXHOSA BY LADUMA aesthetic was created. 2017 2017 is already very busy for Laduma and there is a lot more to come. The MAXHOSA BY LADUMA new collection was launched at the Cape Town Fashion Week. The collection was titled: The Coronation of MAXHOSA - in celebration of the five-year global success of this brand. 2017 began with The BRITISH MUSEUM invitation for Laduma to give a talk to coincide with their 2017 exhibition SOUTH AFRICA: ART OF A NATION. This is the first major UK exhibition on South African Art. The exhibition explores a 100,000 years history through archaeological, historic and contemporary artworks, which look at the long and rich artistic heritage of the country. It was a great honour that Laduma was selected by the British Commission to attend this event. He attended the PITTI UOMO International Fair in Florence Italy, earlier this year. This fair is the world’s most important platform for men’s clothing and accessory collections and for launching new projects in men’s fashion.

In June his new collection, The Coronation of MAXHOSA is showcasing at the RWANDA FASHION WEEK and in July the collection will next be seen in Barcelona at AFRICA FASHION WEEK, where Laduma is the guest of honour. The collection is travelling far, with a journey that began in South Africa (Cape Town, Johannesburg) to Africa (Kigali) and then to Europe (Barcelona). More destinations are planned for this year! 2016 2016 ended off with a high when Laduma was awarded the Most Stylish Designer at the SA STYLE Awards. Then another surprise and the cherry on the top was when he also won the Fashion Designer of the Year (Southern Africa)

at the Abryanz Style & Fashion Awards. His work was showcased in 2016 at a POP UP installation store in Paris. This collaborative installation Merchants Aime Paris, curated by Hanneli Rupert, is in the space adjacent to the urban Amastan Hotel in Paris’ luxurious eighth arrondissement. The MAXHOSA SHAWL by Laduma was chosen as The 2016 MOST BEAUTIFUL OBJECT in South Africa (MBOISA). This versatile, mohair and wool shawl can be styled in countless ways and also works as a homeware accessory. The pattern in the middle of the shawl was inspired by the textures of ripe umnqusho (traditional Xhosa dish). The two bottom end sections are inspired by traditional Xhosa embellishment styles and beadwork motifs. 2015 IN 2015 he received the inaugural, VOGUE ITALIA SCOUTING FOR AFRICA prize, to showcase his collections at the Palazzo Morando Show in Milan, Italy. WHERE TO FIND THE RANGE His range is currently available in Johannesburg, Cape Town, London, New York and Tokyo.

AWARDS

2017 QUARTZ Africa Innovators List 2017

2017 ELLE nominated in top worldwide 45 designers

2016 Fashion Designer of the Year: Southern Africa - Abryanz Style & Fashion Awards

2016 SA STYLE Awards – Most Stylish Designer

2016 Design Indaba Most Beautiful Object in South Africa Award

2015 Vogue Italia Scouting for Africa Award

2015 Yoox.com Who is Next Dubai Award

2014 Premium International Best Emerging Designer for SS15 Menswear

2014 Africa Fashion International Emerging Designer of the year award

2012 Nelson Mandela Metropolitan University Rising Star Award

2010 International Society of Dyers and Colourists Design Award

2010 International Representation Award

* Xhosa is one of South Africa’s dominant ethnic groups.

http://www.maxhosa.co.za/about/the-brand

http://www.maxhosa.co.za/about/laduma-ngxokolos-profile